Seek Out Unhappy Customers

While happy customers provide a sense of elation to business leaders, it is the dissatisfied customers that offer valuable insights on areas for improvement. Apple stores allocate time to call unhappy customers within 24 hours to gather ideas, which resulted in higher incremental sales. Speaking to dissatisfied customers, either through call centers or social media, and listening to their complaints offer valuable insights into what customers think and want. In turn, products are made better for the average user, adding value rather than simply adding features.